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Kerala’s demographic and financial realities make a powerful case for embracing the inventive financial system. Traditional industrialisation is challenged by the State’s restricted land availability, excessive inhabitants density, and relatively excessive labour prices. Moreover, youth aspirations have shifted dramatically. Many younger Keralites, whereas globally famend for his or her work ethic — significantly in healthcare and IT sectors — are more and more reluctant to take up blue-collar jobs again house. As a outcome, it’s estimated that over one-third of Kerala’s casual workforce now comes from different Indian States.
While Kerala has made notable strides within the IT and consulting sectors, inclusive improvement calls for we handle alternatives for these outdoors the formal tech pipeline — significantly freelancers, girls, and inventive entrepreneurs.
According to the Periodic Labour Force Survey 2023, Kerala’s feminine labour power participation stands at solely 25.5%, far under the nationwide common of 37%, regardless of having the best feminine literacy price within the nation.
Cultural and inventive legacy
Kerala has at all times punched above its weight culturally. Malayalam cinema, acclaimed for its storytelling and innovation, has earned nationwide and worldwide recognition— with current blockbusters reaching audiences far past state borders. Events such because the Kochi-Muziris Biennale, Asia’s largest modern artwork pageant, and conventional spectacles akin to Thrissur Pooram and Nehru Trophy Boat Race, appeal to international guests — but their financial influence stays largely unmeasured and underleveraged.
The inventive expertise pool in Kerala is broad and dynamic — spanning movie, animation, visible results, structure, design, promoting, performing arts, high-quality arts, and digital media. The success of Keralites throughout international inventive industries is a testomony to this vibrant ecosystem. This has not occurred by chance — it’s the results of progressive actions, social investments, and training reforms over the a long time.
Cultural capital to inventive capital
Kerala’s cultural richness is deeply embedded in its structure, literature, and conventional artwork varieties akin to Kathakali, Mohiniyattam, Theyyam, and Koodiyattam — lots of which are actually recognised as UNESCO Intangible Cultural Heritage. Institutions akin to Kerala Kalamandalam, established in 1930 and now a Deemed University, haven’t solely preserved endangered artwork varieties but in addition attracted worldwide college students, making Kerala a hub of cultural alternate.
The State has additionally invested in modern establishments such because the Okay.R. Narayanan National Institute of Visual Science and Arts and the Kerala State Institute of Design, alongside a rising community of media colleges and high-quality arts schools. These are robust constructing blocks for a proper inventive financial system.
Time for a unified coverage method
Despite this potential, Kerala’s inventive sector stays fragmented and underserved. While progressive initiatives such because the Kerala Design Policy and the AVGC-XR Policy (specializing in animation, visible results, gaming, comics, and prolonged actuality) are commendable, a complete, inclusive, and coordinated ‘Creative Economy Policy’ is urgently wanted.
Such a coverage ought to: Recognise all sub-sectors — from performing arts and digital content material to crafts and design. Support entrepreneurship, native financial improvement, and export-readiness. Enable structured skilling, mentoring, and incubation for inventive professionals. Drive inclusion, significantly for girls, youth, and conventional artisans. Build sturdy infrastructure for festivals, residencies, and marketplaces.
A world template
Kerala can look to fashions such because the UK’s Creative Industries Council, a cross-industry physique that advises the federal government on the wants and alternatives within the sector. The same entity in Kerala — a Kerala Creative Industries Council — may streamline insurance policies, take away duplication throughout departments, and supply long-term strategic steering.
An financial engine for the long run
The inventive financial system is projected to characterize 10% of world GDP by 2030, in accordance with UNESCO. India’s Ministry of Information & Broadcasting has already recognized the AVGC-XR sector as a ‘dawn {industry}’, and international gamers akin to Netflix and Amazon are investing closely in Indian content material.
Kerala is well-positioned to experience this wave. With geographic attraction, cultural depth, and ample expertise, the State has all of the substances to develop into the ‘Cannes of India’ — a hub for inventive excellence, tourism, and cultural commerce.
What Kerala wants now could be a focussed, inclusive, and tech-enabled technique to show its cultural capital into inventive capital. With the best ecosystem, we are able to construct a future the place Kerala’s inventive merchandise are ‘Made in Kerala, Consumed by the World.’
The writer is Country Head, World Design Council – India
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